Electronic Word-of-Mouth: antecedents of reading customer reviews in online opinion platforms: a quantitative study from the UK market

Khammash, Marv (2008) Electronic Word-of-Mouth: antecedents of reading customer reviews in online opinion platforms: a quantitative study from the UK market. In: IADIS International Conference on WWW/Internet 2008, 13-15 October 2008, Freiburg, Germany.

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Abstract

The Internet facilitates access to online product reviews and comments written by consumers. These reviews and comments are available to a large number of other customers and consequently, it can be predicted that these have a considerable impact on the success of goods and services. Therefore, it is essential for businesses to understand the rationale of these online articulations. This paper describes the quantitative phase of an elaborate research project, conducted to investigate and to derive motives and antecedents of the reading behavior of consumer reviews in online opinion platforms. The quantitative phase tested the relevance of the online reading motives and their influence on consumer buying behavior in a large-scale quantitative questionnaire (N=1010). The paper concluded a necessity for opinion portal providers and commercial providers of consumer goods and services to understand the complex relationship that links motives of the online reading behavior to the various consumer behavioral constructs. The main managerial implication is to develop strategies that allow organizations to benefit effectively from such online opinions. Further research ought to draw on a variety of research methods to create a clearer picture of online reading behavior, in particular considering that this is an emerging area of research. Future studies could also investigate the antecedents of online writing behavior to provide a better understanding of the full equation of electronic word of mouth (eWOM).

Item Type: Conference or Workshop Item (Paper)
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences
Depositing User: Janet Snow
Date Deposited: 05 Jul 2012 12:19
Last Modified: 12 Dec 2012 17:13
URI: http://sro.sussex.ac.uk/id/eprint/39986
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